Though the dream of seeing your self-published book on the New York Times-bestseller list may feel out of reach, it's a goal that's actually more attainable than you might think. You don't necessarily have to have the backing of a major publishing house and a massive marketing budget. Though there's no proven path to getting there, it's possible with a bit of hard work, strategy, persistence, and maybe a little luck.
Here's a look at two self-published authors who have achieved that goal:
USA Today- and Wall Street Journal-bestselling author Shantel Tessier released Chaotic, an all-new dark romance within the L.O.R.D.S world, on January 9, and this week, she's already hit the New York Times bestseller list.
Tessier established her voice in the boundary-pushing subgenre of dark romance that many traditional publishers shy away from because of its provocative themes. Her breakout L.O.R.D.S. series, which launched with The Ritual in 2021, dives into the world of secret societies at a fictional university.
By owning a niche genre and using social media strategically, Tessier has built a thriving career. Her TikTok videos regularly earn thousands of likes, while her popular Facebook fan group, "Shantel's Sinners," gives her fans the opportunity to interact with the author and fellow readers.
In a BAM-exclusive opportunity, IngramSpark successfully secured Chaotic, fulfilled two major orders totaling 8,000 units, and positioned both the trade paperback and alternate cover editions in the market. We’re excited to build on this momentum and expand similar collaborations between our publishers and major retail partners in the coming year.
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Allen Levi has proven that at 69, with your first novel, living on a pine farm with honeybees, you can still hit #1 on the New York Times bestseller list—if you have a story that truly matters.
When the attorney, former probate judge, and singer-songwriter wrote his first novel, he had no publishing plans at all. Theo of Golden was meant primarily for circulation in Columbus, Georgia, and across the Southeast. Levi got his start with IngramSpark, self-publishing the book in 2023 and selling more than 170,000 copies as a self-published author. His title became a bestseller after a major publisher discovered it, acquiring it in the fall of 2025. The book currently sits in the #2 spot on the NYT bestseller list for Paperback Trade Fiction, and has spent 7 weeks on the list.
Levi’s story doesn’t offer a step-by-step formula, and you can’t really map out an “accidental” bestseller without any promotion. In his case, the book caught fire because readers genuinely wanted to share it with others. There was no big ad campaign and no viral BookTok moment—just sincere, word-of-mouth excitement from people who were deeply moved by the story.
Final Thoughts
The journey to the New York Times bestseller list looks different for every self-published author. There's no single formula, whether you collaborate with retail partners and IngramSpark or build a grassroots following, one reader at at time. What's important to remember is that the list is no longer reserved just for authors backed by traditional publishers and huge marketing budgets.
